Magazine article Marketing

Consumer/direct Mail - Low Vol

Magazine article Marketing

Consumer/direct Mail - Low Vol

Article excerpt

The Red Cross moves into action whenever and wherever there is human suffering caused by war or natural disaster. Such calamities are unpredictable, however, and the charity must have funds available to enable it to respond immediately. This pack, mailed to 17,500 established responders on the charity's own list, was intended both to educate donors about the continuing need for funds and to seek donations.

The pack took the form of the personal recollections of a volunteer surgeon. What brought it to life was the story of a girl who had been shot in the head. Enclosed was an X-ray on clear film -- a split test having demonstrated that the "real" X-ray pulled twice as much income as a photo reproduction.

The mailing achieved a 19% response rate, and an average donation of 25 pounds, well above the typical results of charity appeals. Arguably the result was all the more impressive because supporters are mailed regularly, seven times a year, though it demonstrates the benefits of knowing and understanding those supporters.

"This was a very good income result. …

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